Once the dominant name in the pickup truck segment, contributing a large proportion of sales in this vehicle group in the Vietnamese market, the Ford Ranger has recently shown rather inconsistent sales figures.
According to a report by the Vietnam Automobile Manufacturers Association (VAMA), in June, the Toyota Hilux once again surpassed the Ford Ranger to become the best-selling pickup truck in Vietnam.
Toyota Hilux reaches top sales, selling 1,000 units for the first time.
Sales data released by VAMA shows that in June, Vietnamese customers purchased a total of 1,000 Toyota Hilux vehicles. This is the only reporting period in the last three years where Toyota Hilux sales reached the 1,000-vehicle mark.
| Toyota Hilux sells 1,000 units for the first time. | |||||||||||||||||||||||||||||||
| Toyota Hilux sales figures for the period 2024-2026 (Data: VAMA) | |||||||||||||||||||||||||||||||
| Label | January 2024 | 2/2024 | March 2024 | April 2024 | 5/2024 | June 2024 | July 2024 | August 2024 | September 2024 | October 2024 | November 2024 | December 2024 | January 2025 | 2/2025 | 3/2025 | 4/2025 | 5/2025 | June 2025 | July 2025 | August 2025 | September 2025 | October 2025 | November 2025 | December 2025 | January 2026 | 2/2026 | 3/2026 | 4/2026 | 5/2026 | June 2026 | |
| Toyota Hilux sales | car | 0 | 0 | 0 | 0 | 308 | 268 | 271 | 206 | 280 | 357 | 339 | 375 | 166 | 179 | 233 | 351 | 264 | 280 | 390 | 330 | 311 | 522 | 401 | 74 | 128 | 871 | 650 | 684 | 648 | 1000 |
The achievement of selling 1,000 vehicles in Vietnam in June also helped Toyota Hilux once again surpass its tough competitor, the Ford Ranger. According to VAMA's report, Vietnamese customers only bought 852 Ford Ranger vehicles in the last month of the second quarter, a decrease of nearly 22% compared to the previous reporting period.
Sharing the same fate of declining sales was the Isuzu D-Max, with only 18 units delivered to Vietnamese customers in June. Conversely, the Mitsubishi Triton achieved sales growth of approximately 63.7%, selling 221 units in Vietnam in the reporting period ending the first half of 2026.
Despite a slight dip in the most recent report, the Ford Ranger still ended the first six months of the year as the best-selling pickup truck in the Vietnamese market. Cumulative sales of the American pickup reached 6,986 units, equivalent to over 54% market share.
The Ford Ranger and Toyota Hilux are the two leading pickup truck models in Vietnam during the first half of this year. Photo: Ford Vietnam, Phuc Hau.
While no longer overwhelmingly dominant, the aforementioned cumulative sales figures are still sufficient to help the Ford Ranger maintain a relatively safe distance from the Toyota Hilux behind it.
The new generation launched earlier this year seems to have become a positive growth driver for the Toyota Hilux. Thanks to a rare instance of selling 1,000 units per month, the Toyota Hilux is currently the second most popular pickup truck among Vietnamese customers, with sales reaching 3,981 units since the beginning of the year.
| Ford Ranger is currently in first place, followed by Toyota Hilux in second. | |||||
| Sales structure of the pickup truck segment in Vietnam in the first 6 months of the year (Data: VAMA) | |||||
| Label | Ford Ranger | Toyota Hilux | Mitsubishi Triton | Isuzu D-Max | |
| car | 6986 | 3981 | 1540 | 370 | |
Mitsubishi Triton ranked third with total sales of 1,540 vehicles. Isuzu D-Max is currently the slowest-selling pickup truck in the market with cumulative sales of 370 vehicles, equivalent to more than 61 vehicles per month.
Currently, the pickup truck market in Vietnam has another option: the Nissan Navara. The Japanese pickup truck doesn't disclose specific sales figures, but it currently has three versions with prices ranging from 685 to 960 million VND.
Will there be a "shock"?
Despite figures up to the end of June still putting the Ford Ranger ahead of its Japanese rivals, the absolute leading position of the American pickup truck is clearly becoming precarious.
Ford Ranger's sales figures, along with its contribution to total pickup truck segment sales in each six-month period of 2024-2026, clearly demonstrate this phenomenon. The above figures are provided by VAMA and do not include sales of pickup truck models from non-VAMA member brands such as the Nissan Navara.
| Ford Ranger faces the risk of losing its top spot in the pickup truck market. | ||||||
| Ford Ranger sales figures and their contribution to total pickup truck sales in Vietnam, 2024-2026 (Data: VAMA) | ||||||
| Label | first six months of 2024 | last six months of 2024 | first six months of 2025 | the last six months of 2025 | first six months of 2026 | |
| Ford Ranger sales | car | 7743 | 9765 | 7785 | 10907 | 6986 |
| Proportion | % | 81.6 | 71.4 | 68.7 | 69.2 | 54.3 |
The chart above shows that the Ford Ranger's contribution to total pickup truck sales is on a downward trend. From approximately 81.63% recorded in the first half of 2024, this figure has decreased to only about 54.25%, meaning that the Ford Ranger is no longer as favored by Vietnamese customers when choosing to buy a pickup truck in the first half of this year.
If we consider the period from 2024 to 2026 specifically, the first two quarters of this year were also the only time that Ford Ranger sales dropped below 7,000 units.
This situation reflects the overall difficulties faced by pickup trucks in Vietnam during the first half of the year, as many objective factors surrounding vehicle classification and traffic restrictions have affected customer sentiment, thereby reducing pickup truck sales.
Despite its inconsistent performance, the Ford Ranger remains the best-selling pickup truck in Vietnam. Photo: Ford Vietnam.
The good news is that the bottlenecks are gradually being removed, creating a basis for pickup trucks to expect a return to sales growth in the second half of this year. The resurgence of the Toyota Hilux will make Ford Ranger wary, prompting them to make adjustments in order to maintain their position.
Furthermore, the potential arrival of new energy pickup truck models like the VinFast VF Wild and BYD Shark 6 will likely impact the sales of Ford Ranger, Toyota Hilux, Mitsubishi Triton, and even Isuzu D-Max and Nissan Navara in Vietnam. According to sources, the VF Wild is ready for launch, while the BYD Shark 6 will need more time.
The pickup truck market in Vietnam was once dominated by the Ford Ranger, but now faces the possibility of being redistributed to both established and new competitors. Will there be a "shock" in this top-selling segment, and will the Ford Ranger be able to maintain its title as the "king of pickup trucks" as 2026 draws to a close in terms of sales?